#Trending This Week - Travelscrimping, The Shift In Summer Holidays, The New Adventure Vacation, Mystery Travel, And Event Tattoos
Issue 251 • July 8, 2025
Welcome back from the long holiday weekend. We’re speeding through summer with lots going on in travel, so here’s what you need to know in a quick three-minute read.
Summer Vacation Plans Are Shifting
According to Deloitte’s summer travel survey, Americans held on to the basics. Travel incidence, number of trips, and the length of their longest trip remained similar. However, over a two-week period, Americans’ vacation plans changed in one big way: the amount of money they plan to spend. The average summer travel budget was set to grow 21% year on year, as of late March. By early April, this figure dropped to 13%. This year’s trends appear poised to result in more travelers and more trips, but a more frugal approach. Travelers are making individual choices to fit their trips into smaller budgets and these adjustments appear to be trending: more driving instead of flying, fewer international trips and destination resort stays, and reduced spend on certain in-destination experiences. Read more at Deloitte here.
The New Adventure Travel
Some interesting stats about the adventure travel market. While the number of travelers is down, revenue is actually up as products and services cost more. Also interesting to note: culinary/gastronomy activities are now the leading “hot” consumer trend for adventure travel. This interest has been rising steadily over the last five years, and has overtaken safaris/wildlife viewing and hiking/trekking/walking. Another notable adventure travel trend is the significant rise of running activities. Read more in Travel Market Report here.
Consumers Seek Spontaneity In Mystery Travel
Years ago I signed up for a mystery resort vacation from a Jamaica all-inclusive brand. You paid a certain rate and got a 7-day vacation at one of their resorts from high-end to outdated. Of course, I got the outdated one and swore off ever doing that again, but apparently consumers like the spontaneity of mystery travel. They are told their first and last stop and the rest is a total surprise. And it’s apparently growing in popularity for those who want to rediscover the excitement of the unknown and break free from the routine of overly planned travel. Read more in Thrillist here.
Event Tattoos Are Making Their Mark
What is the latest offering to hit the event circuit? Tattoos! Brands are beginning to make their mark by offering free tattoos (both temporary and permanent) at meetings, conferences, festivals, and more. It’s a great opportunity for people to get a tattoo from their favorite brand (believe it or not many are indeed permanent) and it’s an appealing souvenir from their participation at the event. For meetings and conferences, it might be a fun amenity for a corporation to offer a local artisan to do temporary tattoos relating to the conference theme. Read more in Event Marketer here.
Travelscrimping Is Hitting Business Travel
If your hotel depends heavily on business travel, take note. According to a recent study, 43% of CFOs believe more than half of their company’s travel could be replaced by virtual meetings. While budgets may appear healthy, companies are quietly cutting travel perks in what the report calls “travelscrimping.” Sixty percent of travelers, alongside 59% of travel managers and CFOs alike, say they’ve seen subtle cutbacks: fewer premium flights, less willingness to pay for direct routes, and pressure to avoid overnight stays. Read more at CFO here.
